NASCAR and The Rolling Stones have unveiled a first‑of‑its‑kind partnership that celebrates the shared spirit of performance and life on the road. The alliance brings together the high‑speed world of stock car racing and the legendary legacy of rock ‘n’ roll, promising fans a unique blend of merchandise, music and immersive experiences.
A Multi‑Layered Activation
At the heart of the campaign is an immersive NASCAR show car transformed into a Rolling Stones listening lounge. The customized vehicle will tour key locations across Chicago in the days leading up to the NASCAR Chicagoland Speedway race weekend, giving fans a chance to step inside a rolling tribute to both racing and rock culture.
The collaboration also features a co‑branded merchandise collection, including apparel and limited‑edition collector vinyl editions of the Stones’ upcoming album "Foreign Tongues". Original content will highlight the parallels between professional drivers and touring musicians, underscoring the common themes of touring life, adrenaline and artistic expression.
Stars of the Show
The launch film introduces NASCAR drivers Jesse Love, Connor Zilisch and Carson Hocevar alongside creator and driver Cleetus McFarland. Reimagined as a touring rock band, the drivers navigate a narrative that mirrors life on the road, drawing direct connections between the rhythm of the track and the pulse of a concert.
Alongside the film, fans can experience the NASCAR x The Rolling Stones Racing Record Player at select Chicago venues before the race weekend. The activation will culminate during the Chicagoland race, where the partnership will be prominently featured across broadcast platforms.
Broadcast and Release Details
The new album "Foreign Tongues" is slated for release on July 10 via Capitol Records, and the partnership will be promoted across TNT Sports, HBO Max, PRN Radio and SiriusXM NASCAR Radio. The upcoming Toyota/Save Mart 350 at Sonoma Raceway will also serve as the opening event of the 2026 In‑Season Challenge, featuring top seeds Tyler Reddick and Denny Hamlin.